Kotaku contacted Toledano about the PS3 campaign. His reply: "It pretty much looks like they happily ripped me off..."

Sony has launched an official website for the campaign and is even planning on photographing regular gamers in Tokyo and Osaka as they play through PS3 titles. These photos will be uploaded to the Play Face site, were users can vote for their favorites.

This certainly does not seem like a parody of Toledano, but, as the artist pointed out, a rip-off. We're venturing into legal territory here, folks.